Connected Packaging to increase consumer-brand engagement

When it comes to packaging, its role goes far beyond just protecting, transporting, and labeling a product. By leveraging modern technologies, packaging can significantly enhance customer loyalty and drive sales. Discover what the trend of connected packaging is all about in this blog post!

What Is Connected Packaging?

Connected packaging represents a type of smart packaging that connects physical items with digital services. This connection is typically established through QR codes or NFC tags that can be scanned or activated using standard smartphones and other mobile devices. When consumers interact with the packaging, it creates a direct communication channel straight to the consumer.

Opportunities and Applications

Packaging serves as a key point of interaction between a brand and its customers. An attractive and functional design can encourage purchases. However, space on packaging is often limited. Connected packaging takes over where the consumer has already picked up the product. The aim is to extend and deepen the brand experience.

Connected packaging adds value through engaging content and interactive features like:

• Personalized information
• Telling stories and inspiring users
• Loyalty programs
• Unlocking exclusive content or rewards
• Cross-selling campaigns
• Game-like elements (gamification)
• Augmented reality

A simple scan with a smartphone camera or a dedicated app leads the customer to a targeted digital platform. One major advantage of this approach is that the virtual content can be easily updated without needing to change the physical packaging. Additionally, brands gain deeper insights into who uses their products, when, and how.

How to Make Your Packaging Connect With Consumers

NFC technology requires special tags equipped with a data chip. These can be purchased from suitable suppliers and encoded. The tags must then be integrated into your product or packaging. This can be achieved through labels, which can be automatically applied using a labeling system.

QR codes, on the other hand, are simpler and more cost-effective to incorporate into packaging. They also don’t hinder recyclability. With freely available generators, the codes can be created in-house and simply added to the packaging design as image files. There are multiple ways to make QR codes accessible on packaging:

Label Application

Label dispensers automatically apply pre-printed labels to the packaging. For variable data during the labeling process, opt for a print-apply system. If manual application is planned, a label printer will suffice. Professional labels offer excellent readability, which is essential for scannable codes.

Inkjet Printing

Industrial inkjet printers use ink to directly mark packaging without contact. They can be mounted on the packaging line to apply variable print data at the moving conveyor belt. They are highly efficient and widely used for printing production data as well as barcodes.

We Are Your Partner in Labeling and Coding!

Weber Marking Systems is a leading provider of industrial labeling and coding solutions. Our offerings include cutting-edge marking systems, consumables, and software. At our own label printing plant in Germany, we produce high-quality color labels tailored exactly to your specifications.

Contact UsWant to learn more? Reach out to our expert team!

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